The idea of selling online advertising on a website or blog with low traffic seems a bit weird. After all, aren’t most advertisers interested in putting their product in front of the highest number of eyeballs possible?
Approaching them with piddly visitor numbers seems like a surefire way to end up in the deleted folder. Here are top strategies for selling online advertising space on low-traffic websites in Nigeria.
But though it may feel like putting the cart before the horse, there are many great reasons and ways to sell online advertising space on low-traffic websites.
What you need to always keep in mind is that, while advertisers are drawn to high traffic numbers, they desire something else even more: high conversion rates.
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There are plenty of success stories of websites that have limited traffic but sell a tons of advertising. These websites succeed because they do one thing well: they deliver the right type of customer to the right type of business.
Now, before you begin to draft your first online advertising offer, take a page from the Greeks and “know thyself.” This means you have to do research on your website first so that you can pitch it effectively to potential advertisers. Here are some good ways to research your website and its audience.
With this knowledge, you can develop a picture of what interests your visitors and what kinds of advertisers would pay for access to people with those types of interests.
Here are some other analytical tools:
To probe even further into your visitors’ interests, put together a quick survey to find out what makes them tick. With a surveying service, you can quickly design a questionnaire that throws more light on where your online advertising focus should be.
To get the best results from your survey, make it simple and plain, and perhaps even give away a gift to make it worth the respondents’ time. People hardly ever fill out surveys without an incentive.
Survey services include the following:
If you would rather not go through this direction, a simple request for feedback might work. Just put the word out that you are looking for input and then ask for comments.
Twitter lets you track mentions of your website or a particular phrase in tweets. See which of your posts gets a lot of retweets or what people are saying about your website.
Searching for your domain name reveals articles that have been the most captivating to your visitors.
Now that you have a good knowledge of your website’s traffic, it’s time to get out there and get advertisers. Is there a minimum number of visitors you should have before approaching advertisers?
While nothing is set in stone, 500 to 1000 unique daily visitors is probably a good starting point. However, numbers below these can still be workable, especially if your audience is highly targeted.
Here are some places to find advertisers:
Now that you know about your website’s visitors, you will want to plan an online advertising package to present to prospective advertisers. Here are a few things you may want to take account of:
These statistics will be a great help when you are fully prepared to approach your first advertiser. Your goal is to show how you’ll be able to leverage your audience to deliver a highly targeted customer to them.
Once you able to achieve this effectively, you making your client/prospective client that you’ve got value even if your traffic is relatively low.
So, now you’ve been to close a deal with your first advertiser. Excellent work! But getting the advertiser is merely the first step. If you want to develop a long-term relationship with your advertisers, you’ll need to know how to keep them happy:
Handling your own online advertising or joining a large online advertising network each has its pros and cons. Some large networks may not give you the time of day if you don’t have enough traffic to begin with. Here are some ways to sell online advertising; you can mix and match methods to come up with your own solution.
If you prefer the hands-on approach, then you’ll probably want to sell your online advertising spots directly to advertisers. Using one of the following programs will ease some of the stress that comes with selling directly:
For more options and management tips, check out the article Advert Management Plug-Ins And Tutorials For Your Website.
Remember, handling your own ad sales will net you the biggest slice of the profit, but it also requires the most work.
Advert networks can put you in touch with many more advertisers, but they also take a large piece of your bottom line. Often this large piece will be insignificant, considering the network will allow you to sell more online advertising space. Here are a few good networks to try:
Unless you live in a cave, you’ve probably already heard of BuySellAds.com. Though a relative newcomer to the online advertising scene, BuySellAds.com has achieved great market penetration. One caveat is that it focuses on websites for designers and developers. So, if your website falls beyond this category, you may want to try elsewhere.
Project Wonderful is a great place to start your online advertising campaign because its requirement to join is relatively low. The idea behind the website is to allow potential advertisers to bid on your ad spots. The more that advertisers want what you offer, the higher your daily online advertising rate.
While Project Wonderful promises to bring advertisers to you, you may find yourself sitting in the 0 naira per day budget range as you build traffic or until an advertiser decides to try you out.
Chitika is a little different than other online advertising networks because it scans the search strings of people who are directed to your website and then saves up ads that match those search strings. Think of it like Google AdSense with a twist.
Whichever online advertising network you choose, make sure it pays per click (i.e. pays money for every click the advert gets) rather than using CPM (i.e. money for every thousand views your website gets).
Here are some additional ad networks:
Not all advertisers will be a good fit for your website, and you may be forced to decide whether to run an online advertising that falls beyond your website’s objectives.
For example, you’ve probably seen hundreds of websites lately that advertise teeth whitening and weight loss services. While the revenue from such adverts is probably good, would the adverts be appropriate for your audience?
Ask yourself these questions before deciding to run an ad:
Always remember that any advertisement that drives away traffic from your website, even if it pays wells, will ultimately damage rather than help.
You will hear loud and clear from your community if it thinks you have sold out for online advertising money. Don’t let it get to that point; set firm online advertising standards ahead of time.
Selling online advertising on a low-traffic website doesn’t have to be mission impossible. With the right research and pitch, you’re good to go on landing your first advertiser. Finding out what works for you and your website doesn’t mean picking one strategy and sticking with it.
Try multiple approaches, and track the results. Whether you prefer to sell your own online advertising spots, partner with other websites or join a network, mix and match methods to create a strategy that works for you. Advertising on your website is an ongoing organic process that takes research, patience and time.
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